Are there any cultural concerns or protocols that come with creating an Asian casino experience?
There are countless superstitions in China having to do colors and numbers, and their relations with luck and death. A top-notch feng shui expert is mandatory in order to develop something that is appreciated rather than shunned.
Is there a bigger-is-better mentality in Macau?
In some cases bigger is better, but some operators are learning that oversupply can be extremely wasteful, and properties are being re-positioned and laid out differently to maximize utility. There will always be those that believe that extra supply means at least a little extra demand, but it is not the best path to profitability.
What are the top gaming attractions among Asian players?
VIP baccarat is king in Macau, accounting for 67 percent of revenues in 2007. Mass-market table baccarat accounts for 19.5 percent of revenues. Slots, sic-bo and blackjack combined account for approximately 10 percent of revenues, or most of the balance.
In Las Vegas, up to half of revenues derive from non-gaming amenities. What are the prime amenities for gamblers in Asia? High-end entertainment? Shopping? Dining?
In Macau, the casinos generate well over 90 percent of property revenues. Shopping is a relatively new concept in conjunction with casinos and is doing relatively well, but it’s still small scale (though I haven’t yet seen how Venetian’s retail has performed).
I have not seen a successful effort at entertainment. F&B has generally been unsuccessful, since so many visitors are day-trippers; they might take some time to eat some noodles, but the primary purpose of coming is gambling. Amenities that do work: hotels and spas.
In Korea, there’s only one casino open for domestic play, and it’s five hours from Seoul. Non-gaming activities are major generators of income, including a ski area and themed attractions.
Is luxury paramount for Asian gamblers?
Luxury may come in the form of a nice room or attention from a host, but the main interest of the most serious players is the amount of cash-back that a casino offers to gamers from their losses, which can be a large amount. Thus far there has not been that much offered for the Asian gamer in terms of comps comparable to that of Vegas; a private room for gaming is pretty much all that is requested.
As these new resorts are developed, they have been focusing a little more on the one-of-a-kind luxury amenity, i.e. a spa at the Crown Macau that is ultra-exclusive. I’m not sure that these amenities have really been enjoyed yet to the degree they would be in the United States, though.
